Shockingly, 1 in 5 children in the UK is currently at risk of going to school hungry. This issue of child hunger and food poverty is of critical importance and eating a nourishing breakfast is pivotal to a child’s development. With the ultimate aim of ending hunger as a barrier to education in schools across the country, Magic Breakfast is a registered charity which provides healthy breakfasts to the children at risk.
To raise awareness of this issue and to announce its long-term partnership with Magic Breakfast, Heinz has launched a major new campaign. Created by Charlie Pendarves and Chloe Stephenson at BBH London, the campaign features a 90 second illustrated film which tells the story of our protagonist, Jess, who goes to school haunted by ‘The Rumble.’ The Rumble is the literal manifestation of Jess’ hunger and a constant, amorphous, ever-shifting being. Like hunger, The Rumble follows Jess around all morning, disrupting her lessons and ability to concentrate. It’s an unknown source of dismay and distraction that she doesn’t understand.
The film, which was directed by BlinkInk’s Stephen McNally, using 2D, 3D and CG animation, ends with Jess' teacher reassuring her that The Rumble isn’t a monster, it’s simply her body needing to be fed. The teacher takes her hand and leads the way to a Magic Breakfast club. And as Jess enjoys a plate of Heinz No Added Sugar Beanz, The Rumble is eventually silenced and Jess can get on with her day, content and no longer hungry.
As well as the hero 90 second film and cutdowns that will be tested across Instagram, Twitter, Facebook and YouTube, the campaign is supported by a research survey and an ‘Empty plate’ installation on London’s South Bank, created by Wonderland Communications. The 1,300 square foot installation is made up of 1,800 plates, representing the 1.8 million children at risk of hunger in the morning, and aims to raise awareness of the scale of the issue of child hunger in the UK.
Earlier this year, Heinz first pledged their support to Magic Breakfast by providing 12 million free breakfasts to school children at risk of going hungry as a result of the Covid-19 pandemic. Heinz No Added Sugar Beanz, which are naturally high in fibre and protein, low in fat and contribute to one of your five a day, are already being offered at 100 schools across the country, reaching over 100,000 children. This #SilenceTheRumble campaign is a continuation as Heinz announce the wider, long-term five-year partnership with the charity, joining them on their mission to ensure no child is too hungry to learn.
Heinz Marketing Director Northern Europe (UK, Ireland and Nordics) - Olivia Hibbert Heinz Marketing & Brand Build Lead - Matt Mill
Heinz Beanz Marketing Manager - Jenina Carroll-Goldin
Heinz Beanz Brand Manager - Lucy Cooke
BBH Creative Team: Charlie Pendarves and Chloe Stephenson BBH Creative Director: Nick Kidney and Kevin Stark
BBH Producer: Karen Harban
BBH Strategist: Clémence Lépinard
BBH Group Strategy Director: John Harrison BBH Business Lead: Natalie Barry
BBH Senior Account Director: Lucy Porter BBH Account Manager: Occy Carr
BBH Account Executive: Jack Smith
Production Company: Blinkink Director: Stephen McNally
Executive Producer: Benjamin Lole Producer: Jess Norton
DoP: Vanessa Whyte
Editor: Jamie Harris
Audio Post Production: String and Tins
Sound Designer: Adam Smyth
Music Supervisor and Composer: Adam Smyth Audio EP: Rachel Hough
Media agency: Starcom
PR agency: Wonderland Communications